View full sizeChamber Chairman Kevin Corcoran speaks during the "First Friday Forum" after the new Coastal Alabama Business Chamber branding campaign was announced on Friday, Nov. 1, 2013, at LuLu's at Homeport Marina in Gulf Shores, Ala. (Marc D. Anderson/manderson@al.com)

GULF SHORES, Alabama -- The Alabama Gulf Coast Area Chamber of Commerce retired its name and long-time seagull logo on Friday morning and unveiled a new brand.

Guided by the sun, sea and arrow pointing up, the new Coastal Alabama Business Chamber logo and branding initiative was launched in front of packed house at LuLu’s at Homeport Marina during the chamber’s monthly “First Friday Forum.”

The effort to create a “brand that accurately embodies the momentum, the direction and bright future” of the organization was 10 months in the making, said Chamber Chairman Kevin Corcoran.

“Last November, the board of directors engaged a task force to undergo a rebranding initiative,” Corcoran said before the unveiling. “It was obvious that the significant work of this organization over the last several years deserved, no, demanded that we consider a rebranding initiative.”

After extensive meetings, research and community input the new brand was formed.

“We’re all about business and community,” said Gary Gilpin, who chaired the branding and marketing task force.

The core of the branding initiative was laid out in the chamber’s new mission statement: “We are an inclusive membership organization focused on supporting the business community and coastal Alabama at large, providing strength and opportunity to our members and progressive leadership to the community. Our goal is to support economic growth and to empower our members with the tools and resources necessary to grow and prosper.”

View full sizeThe new Coastal Alabama Business Chamber sign is installed at the Welcome Center on Ala. 59 on Friday, Nov. 1, 2013, in Gulf Shores, Ala. (Marc D. Anderson/manderson@al.com)

Playing off the Coastal Alabama Business Chamber name in the logo are the words “I Am.”

“Every member no matter what you do or what part of the world you’re in or what you’re doing in your business, you’re actually such an integral part of this chamber,” Gilpin said after unveiling the name. “And integral to that is this ... well, everybody here they are ‘I Am.’”

And following that one by one about a dozen chamber members stood and shouted: “I am connected.” “I am smarter.” “I am stronger.” “I am Gulf2Go App.” “I am a volunteer.” “I am tomorrow’s leader.” And “I am the future of business,” among others.

Corcoran said the rebranding initiative is a microcosm of the chamber with members stepping up to provide skills such as research, marketing, branding, and graphic design, among other to make the effort a reality.

“Those people donated their considerable skills and countless hours to deliver professional results,” Corcoran said. “It would’ve cost us a fortune had we tried to outsource this task. Quite frankly, we ended up with a better result with a more intimate representation of what this chamber is.”